A&F CEO has right to opinion; customers have right not to shop

The CEO of Abercrombie & Fitch said this week, essentially, when it comes to the store’s overpriced, out-of-style, teenager clothes, no fat chicks.

Rebecca Regnier

Specifically Mike Jeffries told Salon Magazine, “In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he told the site. “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong (in our clothes), and they can’t belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either,” he told Salon.

I’m in no way surprised. For a brief moment in my kids’ junior high days, I thought, I’m working full time, I want them to have the coolest stuff. So I took them to A&F. Mind you I’ve only ever shopped discount places, so this was big.

I entered the store, the music blared and the lights were low. I was the oldest one in the place by at least two decades. Half a dozen young teens, sales associates, ignored me for 15 minutes until I finally said, “Do you think my 13-year-old is buying this overpriced distressed golf shirt? Or me? You might want to help me find the size I’m looking for?”

I also found out after dropping a C-note that neither of my kids could care less about wearing Abercrombie & Fitch. They preferred to wear school spirit wear, a shirts with a video games emblazoned on the front or sweats.

But this week it’s big news that this CEO doesn’t want most people in the store. Duh. I’ve known that since that irksome moment in 2006. But am I outraged? No. I say good for him. He knows who he wants in the store and is working to make sure that’s who goes in there.

However if you feel alienated and like an oddball when you try to shop at A&F, do NOT take it to heart. Most of us do. This store doesn’t want you or your 60 bucks for a pair of boxer shorts. Ladies and gentleman, it’s like dating.If someone doesn’t want you, hanging around trying to make it happen only makes you look ridiculous. I can look ridiculous in much quieter settings with better lighting and friendly service.

There are many other more fashionable, better sized and honestly more reasonably priced options.

In the end, I have no problem with Mike Jeffries. CEOs must target their customers and distinguish their brand. He’s right. Vanilla isn’t the way to stand out in the marketplace.

But money is hard to come by. When I spend mine in a store I want that store to appreciate it. So Abercrombie & Fitch, good luck with that strategy. My attractive offspring and our bad attitudes, we’re headed to the clearance racks at Any. Other. Store.

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